New campaign aims to curb rise in fatty liver disease

04/04/2025

Media contacts:

Jessica Cant, 0421 812 840, Jessica.cant@cancerwa.asn.au

Finn Liston, 0412 087 558, finn.liston@cancerwa.asn.au

Cancer Council WA has launched a new campaign titled Habits designed to motivate adults to switch to healthier food habits, following concerning new data showing fatty liver disease* is increasing at an alarming rate in Australia.

Cancer Council WA CEO, Ashley Reid, said poor dietary habits including frequent consumption of junk food and ultra-processed food have been identified as key contributing factors to fatty liver disease, cancer and heart disease.

“It’s estimated that about 37 per cent* of Australians are currently living with fatty liver disease, which is more than one in three people,” Mr Reid said.

“We know many West Australians already understand why healthy eating is important, but they often feel unsure about how to make practical, lasting changes."

“The Habits campaign will remind WA adults about the impact of unhealthy food habits on their health, motivate, and empower them to incorporate better eating habits into their daily routines.”

Mr Reid said there were many small healthy habits that WA adults can adopt to lead healthier lives.

“Healthier "fast food" can be just as quick, far more nutritious, and much cheaper than takeaway from the big-name fast-food chains,” he said.

“Try a ‘snack plate dinner’ with fridge staples and leftovers; eggs and avocado on toast for dinner; or a BBQ chicken with grainy rolls and coleslaw.

“Planning ahead helps too—keep wholesome desserts like yoghurt and frozen fruit on hand, stock your desk drawer with quick lunch staples like microwave rice and tinned tuna, and stick to your shopping list to avoid unhealthy impulse-buys.

“Making small, mindful changes can lead to healthier habits every day.”

The campaign, produced by Gatecrasher and funded by the WA Department of Health, will run from 6 April 2025 until 28 June 2025 across TV, YouTube, audio channels (radio, digital streaming and podcasts), out-of-home retail and social media (Meta).

ENDS

CLICK HERE TO VIEW THE HABITS CAMPAIGN AND ASSETS

Media Launch

*Fatty Liver Disease Facts and Stats

• The prevalence of fatty liver disease in Australia is estimated to be 37% [1]
• Global prevalence of fatty liver disease is continuing to increase at an alarming rate [2]
• Fatty liver disease is when fat builds up in the liver.
• When fatty liver disease is caused by metabolic dysfunction it’s called metabolic dysfunction-associated fatty liver disease (MAFLD). This is the most common kind.
• MAFLD used to be known as non-alcoholic fatty liver disease (NAFLD).
• Fatty liver disease can progress to more serious issues over time including cirrhosis, liver failure and liver cancer.
• Reduce your risk of developing or progressing fatty liver disease by eating more whole plant foods, having less sugary drinks, eating less high fat and ultra-processed foods, being more active and avoiding alcohol.
• CLICK HERE to find out more about fatty liver disease

[1] Farrell, A.M., Magliano, D.J., Shaw, J.E. et al. A problem of proportions: estimates of metabolic associated fatty liver disease and liver fibrosis in Australian adults in the nationwide 2012 AusDiab Study. Sci Rep 12, 1956 (2022). https://doi.org/10.1038/s41598-022-05168-0

[2]  Riazi, K et al. The prevalence and incidence of NAFLD worldwide: a systematic review and meta-analysis. The Lancet Gastroenterology & Hepatology, Volume 7, Issue 9, 851 – 861 (2022). DOI: 10.1016/S2468-1253(22)00165-0

To the editor: No headless bodies please

Having overweight or obesity comes with a lot of health issues. Some of these are related to the stigma that is attached to living in a larger body. We urge you to use images that are respectful, inclusive and non-stigmatising when reporting on issues related to body weight. For example, show people in larger bodies participating in everyday activities that are not related to weight gain, and use images that include their faces. We are happy to provide you with suitable images if required. Thank you for helping to set a higher standard for reporting on weight issues.

Note: Not everyone living in a larger body is unhealthy, and not everyone living in a smaller body is healthy. Eating well and being physically active are behaviours that will reduce cancer risk, regardless of a person’s weight

Production Credits

Client Team: Ellen Hart, Gael Myers, Anne Finch, Ainslie Sartori

Creative Team: Adam Barker, Lori Canalini, Henry Billington

Account Team: Tony Scampoli, Emma Lambert, Alex Noyes

Director: Mikey Hamer

Agency Producer: Elsie Shaw

Producer: Anouk Ratnawibhushana

Production Manager: Jack Coombes

Production Coordinator: Theresa Roberts

1^st AD: Kiran Wilson

DOP: Elliott Nieves

1^st AC: Paolo Feliciano

2^nd AC: Amelia Morgan De-Laine

Gaffer: Dion Borrott

Best Boy: David Duong

Key Grip: Clint Lawrence

LX / Grip Swing: Mason Duncan

Production Designer / Wardrobe: Kylie Clifford

Standby Props: Darrell Beck

Food Stylist: Laurie Perry

HMU: Nadia Duca

Runner/PA: Chuck Williams

Location Manager: Crystal McCallum

On Set Locations: Carmel Fox

Casting: Megan Carpenter, Toesox Casting

Location Manager: Danni Booth

Data Wrangler: Amelia Morgan De-Laine

Equipment: Cinemachine

Editor: Ben Wright

Post Producer: Courtney Rawlings

VFX: Clockwork Films

Grade: Pete Ritchie

Sound Mix: Fable Audio